Three years ago, Concepcion Industrial Corporation (CIC) and SharkNinja, through JS Global, came together with a shared ambition: to bring meaningful innovation closer to Filipino consumers.
The partnership introduced Shark and Ninja, two globally recognized consumer brands, to the Philippines and marked an important step in CIC’s continued expansion into the consumer lifestyle space.
Beyond bringing new products to market, the partnership brought together two organizations with a shared belief in the power of innovation to improve everyday life.
For SharkNinja, the Philippines represented an opportunity to bring innovative products to discerning consumers who are looking for simple, modern, and effective home solutions that enhance their lifestyles. For CIC, it created an opportunity to build on decades of experience in the Philippines while expanding into new categories that respond to the evolving needs and lifestyles of Filipino consumers.
Together, the partnership reflects CIC’s broader purpose of Inspiring Our World: creating meaningful solutions and experiences that make a difference in the lives of the people and communities it serves.
From Distribution to Building a Market
Over the past three years, the partnership has evolved beyond distribution.
Together, CIC and SharkNinja have been building a market and developing new ways for consumers to experience the brands through retail, e-commerce, consumer education, product demonstrations, partnerships, and experiential initiatives.
CIC and SharkNinja have worked together to develop the market and create multiple touchpoints for consumers to discover, experience, and engage with the brands through retail, e-commerce, consumer education, product demonstrations, strategic partnerships, and experiential initiatives.
For SharkNinja, building the market goes beyond making products available. It means helping consumers understand the problems they solve and showing how innovation can become part of everyday routines.
This approach has come to life through products that have created new conversations and experiences in the Philippine market. The Ninja SLUSHi has introduced a new way to enjoy frozen drinks at home, while the Ninja CRISPi has brought portable glass air frying into everyday cooking. Meanwhile, the Shark FlexBreeze HydroGo has extended the brand beyond traditional cooling with a portable fan and ultra-fine misting solution designed for life on the go. Together, these products reflect SharkNinja’s ability to identify everyday needs and turn them into experiences that resonate with consumers.
Together, these products demonstrate SharkNinja’s ability to identify everyday consumer needs and translate them into innovative products and experiences that resonate with the market.
The Strength of a Meaningful Partnership
The complementary strengths of both organizations have supported the growth of SharkNinja in the Philippines.
SharkNinja brings a global innovation engine, a strong portfolio of consumer-led products, and expertise in creating solutions around changing lifestyles.
CIC brings deep knowledge of the Philippine market, established local capabilities, distribution expertise, and decades of experience building businesses and brands for Filipino consumers.
The result is more than a traditional distributor-brand relationship. It is a partnership focused on building long-term value in the market.
As the business has grown, so too can SharkNinja strengthen its role within CIC’s broader portfolio, bringing the brands closer to Filipino households through local expertise, market development, and an increasingly connected consumer experience.
Building the Next Chapter
Three years in, SharkNinja is entering an exciting new phase in the Philippines.
The next stage is not simply about expanding distribution. It is about building a stronger, more distinctive brand presence and creating more opportunities for consumers to experience Shark and Ninja firsthand.
A key milestone will be the opening of SharkNinja’s first inline store in Greenbelt 5, coming very soon.
The new store will provide a dedicated environment for consumers to discover the Shark and Ninja portfolio, experience products firsthand, and see how the brands’ innovations can fit into everyday life.
It represents an important step in SharkNinja’s broader brand-building and expansion efforts in the Philippines as the business continues to grow its retail footprint, product portfolio, consumer experiences, and strategic partnerships.
As SharkNinja and CIC look ahead, the Greenbelt 5 inline store marks more than a new retail milestone. It opens the door to another exciting year of partnership, innovation, and growth, with new products and experiences set to shape the next chapter in 2027. As both organizations continue to build what’s next together, consumers can look forward to more from SharkNinja in the coming year.
For CIC, this growth is aligned with its vision of building businesses that contribute to better everyday experiences while creating sustainable opportunities for the future.
